Marketing Scarcity – Middle Child and the Perfect BLT

H&R Block has tax season. FedEx has the holiday season. Middle Child has BLT season.

For roughly a month every summer, the Philadelphia sandwich shop turns a simple summer sandwich (bacon, lettuce, tomato) into a marketing movement.

The restaurant sources top-notch tomatoes from a single local farm.

After all, Middle Child says, a BLT “should really be all about the T and not the B.”

PR hits, influencer reviews and special merch make the launch of this juicy limited-time offer one of Philly’s hottest summer happenings.

On the first day of BLT season this year, Middle Child sold out of the highly sought-after sammie in less than an hour, much to the chagrin of eager patrons lined up around the block.

Meal Prep

All that BLT buzz poses a brand risk. People are only willing to stand in line if they end up getting the thing they’re waiting for.

Marketing plays an important role in generating hype – and managing expectations.

Middle Child embraces a cohesive comms strategy to build excitement and keep customers informed.

Weeks prior to launch, social media posts entice customers with juicy photos and updates. Once available, the shop welcomes influencers and the media with open arms, letting the media’s narrative echo their branding, furthering the excitement, but also increasing credibility.

As supply fluctuates, Middle Child provides “State of the Tomato” updates on availability along with a pinned FAQ that includes details on ordering the BLT and how the sandwiches popularity impacts other orders.

The updates keep Middle Child customers informed in real-time (and drive traffic to its social channels).

For marketing teams in the restaurant industry or the B2B space, prepping for all possible pain points ahead of a new product launch isn’t just good planning, it’s crisis avoidance. The right message on the right channel at the right time keeps your regular customers happy while opening your doors to new audiences.